(PRESS RELEASE) New York, NY —Tuesday, June 12, 2018— Hasenfeld-Stein, one of the leading diamantaires in the industry, will be among the first branded diamond companies to participate in the Proprietary Cut Program with GIA laboratories. The Proprietary Cut Program will include branded cut names on GIA grading reports for both Hasenfeld-Stein’s exclusive FirePrincess® and FireCushion® cut branded diamonds. Both brands are part of the FireMark® family of branded diamonds.
The GIA grading reports will now include the branded name of the proprietary diamond cut with the diamond shape and cutting style description. The reports provide a clear distinction between FirePrincess® and FireCushion® when selling them across the counter against non-branded princess and cushion cut diamonds.
To participate, Hasenfeld-Stein was required to submit supporting documentation, including their diamond facet arrangement. “It’s not only a great step, but an important step by GIA, and I commend them for formulating this program. Retailers are looking for ways to distinguish between the benefits of a branded diamond and generics found in the marketplace. This new GIA initiative makes it easy for the retailer to demonstrate those differences”, stated Hertz Hasenfeld, CEO, Hasenfeld-Stein.
